“MEME”An understanding of the meme and brands

Through a study of the book The Blind Watchmaker+

WHAT IS A MEME?The cognitive equivalents of the genes; units of cultural transmission.

EH!??SLOWER!

If the perceptions an individual has of what is outside of him/herself are linguistic and social constructs,

VANDE MATARAMIS COOL

Vande Mataram has evolved over time

Perceptions and relationships with these entities (people, objects, ideologies, etc.) are constructs that ‘live’ in the mind of the individual

Through Rabindranath Tagore and A.R Rahman’s Maa The Salaam

these perceptions and relationships are not objective constructs, but rather subjective and evolving ideas:

VANDE MATARAM

“memes”

So vande mataram is evolving. Today its cool. Tomorrow it may be irreverence

Richard Dawkins

OH!

the same as internet meme!

NO

memeInternet meme

Internet meme

Internet Meme

Firstly

Viral&

Internet Meme

Firstly

Viral&NOT THE SAME

A ViralSomething seen by a lot of people in its original form

An Internet MemeAn original viral that has been reinterpreted in different ways

How are they similar?ALTERING PERCEPTION

EH!??

Longetivity Fecundity Copying Fidelity

Both follow principles that relate to the popular sense of Memes

Long duration Passed around Faithfulness to the original

How are they different?

influenceMemes have a larger influence than internet memes though they may seem less popular

inceptionInternet memes stem from the internet and can cross over to other spheres. Memes are any form of cultural unit

ideaMemes are an idea that reside in the minds and not in your control. Internet memes is something you see and can be manufactured

BRANDSAs one of the constructs, and units of culture, that ‘live’ in the minds of individuals, brands are in fact memes and have the ability to impact upon their human carrier’s experiences of life in a deep way;

Brands are internal to their human carriersNot External

Brands are social entitiesNot ObjectsBrands need to interact with people as groups of

human Individuals Not Masses

Brands rarely get any of the aboveNot all brands

BRANDS AS MEMES

REDBULL OLD SPICE

LOUIS VUITTON AMUL

How do we turn our brands into memes?

By answering the 2 questions customers ask when they encounter your brand

Who are you? What do you mean to me?

How do you answer them?

By fulfilling the 3 things that contemporary customers look for

meme

1. HAVING A VOICEDesiring to contribute to and co-own both the communication and the offering itselfbrands must engage consumers in ways the consumer seeks to engage with them in, while they are in the correct state and playing the correct role to be engaged in that way. (Frame Control)

DIRECT ACTIVITIES AT PERFORM ACTIVITIES WITHFRAME CONTROL

Apple app store DELL Ideastorm

FRAME CONTROL

Identifying the individual memes that make up a memeplexBrands if accurately broken down contain individual memes which when explored further help build it’s identity

Identify individual memes

Investigated thoroughly including interrelations

Discover their highest manifestation

Reverse engineer the tone to build a brand identity

2. AN AUTHENTIC IDENTITY

COMICAL IRREVERENCE

e.g Brand’s Highest ManifestationSKATEBOARDERS

Brand Identity

Consumers seek human interaction and a feeling of connectionConsumers experience a sense of anxiety and alienation owing to capitalism’s and now technology’s isolating effects, as well as the effect of increasing pace of living and shifting away from traditional values

3. A CONNECT

PC is a part of the same memeplex as the MAC Moral: VENTURE out to other memeplexes to understand your own brand memes better

Thank You No, Wait

Dear Planners“to control your cow, give it a bigger pasture”

-Zen Master Roshi

Thank You. Really